In retaliation, Greg Karber has started a movement to donate Abercrombie & Fitch clothing to the homeless. His creative brand readjustment involves scouring consignment and thrift store racks for the Abercrombie brand and donating the clothes to homeless charities.

A video that he posted to his Youtube account has garnered over 5 million views and national media attention. The brand-trolling movement even has a trending Twitter tag #FitchTheHomeless.

This has our feathers all sorts of ruffled. Listen as we decide to “Ditch The Fitch” locally.

Tony says, “This weekend look through your families closets and dressers and pile up ALL the A&F clothes and join our movement to show them we wont handle Bullying or Sexism!”

Join us and we’ll collect up as much Abercrombie as we can and take it to a local homeless charity. Some listeners are already on board! Listen to this mom talk about all the A&F she bought for her son.